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1. Supercharge Your Social Impact
Using Social Marketing for Behavior Change
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2. Contents
2
Social Impact or Business As Usual?
Why Social Marketing?
Social Marketing Key Principles
Be Strategic: The Social Marketing Mix
The Social Marketing Process
About Us
Worksheet: Thinking About
Your Social Marketing Strategy
So You Want to Be a Social Marketer
Social Marketing Resources
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Supercharge Your Social Impact

3. Social Impact or Business As Usual?
Does it feel like despite all the time, energy and
resources your organization is putting into addressing a
health or social issue, you’re not making meaningful
progress? Are you tackling a problem that you think
needs to be fixed but getting no response from the
community you’re trying to help? Did you create a
campaign that looked great on paper, but didn’t result
in any kind of actual change?
If business as usual is not getting you anywhere, it’s
time to change your approach. Social marketing—using
marketing tools and techniques to facilitate behavior
change—is a proven approach that’s been used for
decades in programs addressing public health, social
and environmental issues, and international
development. It’s not just about creating clever ads,
conducting focus groups or leveraging social media.
Social marketing focuses on understanding and
connecting with your community by addressing the
values, needs and desires that can motivate them to
adopt behaviors that will make them healthier or
happier.
Supercharge Your Social Impact

4. Supercharge Your Social Impact
By applying the same effective marketing tools that
companies like Nike and Apple use to sell their brands,
social marketers persuade individuals to take action for
change and remove the barriers in their path. Rather than
focusing on sales or funds raised as the ultimate outcome,
social marketing's bottom line is behavior change. Did you
increase the number of men getting screened for prostate
cancer? Are neighborhood residents putting their soda
cans and plastic bottles in the recycling bin rather than the
garbage can? Are kids getting more exercise?
Social marketing helps you boost the effectiveness of the
programs and campaigns that are the reason your
organization exists in the first place—to make a positive
impact on the lives of people in your community.
Social marketers facilitate behavior
change by offering people
something they value and removing
obstacles in their path.

5. Why Social Marketing?
Organizations use so many different types of approaches
to creating health or social impact in their communities.
Why choose social marketing?
We know that commercial marketers can be incredibly
effective in persuading consumers to buy their products
—whether they need them or not! We can harness the
power of those marketing methods and put them to work
for good.
Marketing is so effective because it appeals to all the
different parts of us that determine our behaviors. Too
often, efforts to change behavior rely on educating
people about the facts, assuming that they will make the
rational choice to take action. However, behavioral
scientists have determined that most of the decisions we
make come from our more automatic systems of thinking
—based on emotions, gut feelings and instinct. Studies
have found that up to 80 percent of our behavior is
based not on what we think, but how we feel.
Social Marketing Is Not…
Social marketing as described here is
distinct from the more recent adoption of
the term to refer to social media marketing
or promoting a product through online or
in-person social networks. The field of social
marketing has been around for decades,
creating positive change on a massive scale
around the world, on issues such as family
planning, HIV/AIDS, obesity, recycling,
women’s rights, smoking, civic involvement
and much more. While a social marketing
program may use social networks as part of
its promotional strategy, the approach
involves much more than that narrow focus.
Some also call the field “social impact
marketing,” “behavior change marketing” or
“issue marketing.”
Supercharge Your Social Impact

6. Like commercial marketing, social
marketing uses research with
your potential “customers” (the
people whose behavior you are
trying to change) to understand
how to make that core connection
with them. The best marketing
shows how your product or
behavior will help them become
the kind of person they want to
be. Of course, they may need the
facts about the issue, but
incorporating other types of
emotion-based appeals are likely
necessary as well.
Social marketing also
incorporates insights from other
fields, such as behavioral
economics, design,
Supercharge Your Social Impact
anthropology and gaming, to craft
a program that will maximize the
likelihood of behavior change. The
approach involves much more than
developing communications
campaigns. Even better than
persuading someone to perform a
desired action is creating an
environment that turns it into a
“no-brainer” by making it the
easiest option to choose. If we can
remove the barriers—physical,
emotional and social—that prevent
someone from adopting a behavior,
we smooth the path to change.

7. The truth® campaign is a classic
example of how a social marketing
approach makes all the difference in
making a difference. Originally
developed by the Florida
Department of Health, and extended
nationwide by the American Legacy
Foundation, truth moved away from
the usual approaches to keeping
youth from starting to smoke by
conducting research on the reasons
why teens smoke in the first place.
The program creators dug deeper to
look at the universal teenage values
that make smoking appealing—a
desire to rebel against authority, the
drive toward independence and self-
expression while at the same time
wanting to be part of a group. Rather
than the then-common approach of
showing pictures of diseased lungs
and focusing on the long-term
health effects of smoking, the
campaign took a different tack by
redirecting those teenage values in
positive directions.1
Supercharge Your Social Impact
The truth campaign deflected
adolescent rebellion away from
parents and teachers and toward the
tobacco industry by focusing on how
cigarette marketers lie and
manipulate teenagers to start and
continue to smoke. The campaign
cultivated truth as a brand for a teen
movement to take on the tobacco
industry and held events around the
country to provide opportunities for
teens to come together and express
themselves. Teens were directly
involved in the design of the
campaign and encouraged to spread
the message from peer to peer.
Evaluation results showed that this
strategy of listening to the target
audience and understanding their
values paid off. Their very rigorous
evaluation found that in its first four
years, between 2000-2004, truth was
likely responsible for preventing
450,000 teens nationally from starting
to smoke.2
As the youth smoking rate has
come down and attitudes
toward smoking have shifted,
the campaign is realigning its
strategy for the next
generation of teens. Research
found that youth are less
interested in protesting against
the tobacco industry and had a
desire to be agents of social
change. The new campaign
theme, “Finish It,” urges today’s
youth to be the generation that
ends smoking for good.
1Martino, S. (2002). Branding behavior: The
Strategy Behind the Truth Campaign. Social
Marketing Quarterly, 8(3), 17–29.
2Farrelly, Matthew C. et al. (2009). The
Influence of the National Truth Campaign
on Smoking Initiation, American Journal of
Preventive Medicine, 36(5):379-384.

8. Social Marketing Key Principles
To start thinking like a social marketer,
keep these principles in mind. Social
marketing programs:
1) Focus on behavior change
2) Understand their priority
audience inside and out
3) Build in the “social” part of
social marketing
Supercharge Your Social Impact

9. 1) Focus on Behavior Change
Social marketers know that awareness is
overrated. Just like in commercial
marketing, where sales are the bottom
line, social marketing’s measure of
success is behavior change. The product
we “sell” is usually a behavior—we want
our audience to take action of some kind.
Awareness may be necessary for behavior
change to happen, but it’s usually not
sufficient. Don’t put your efforts into
educating the community about your
issue without having a plan for moving
them from awareness to action.
Think about what else individuals need
once they are aware of the problem. Do
they believe that they are personally at
risk? How can you help move them to the
next stage of change? Do they need skills
or tips on what to do? Do they need to
know that others whom they look up to
are engaging in that behavior? Do they
need to understand how adopting the
behavior aligns with their core values?
Also, be specific. Avoid vague concepts
like “end prejudice” or “get healthy.” What
are the concrete behaviors that someone
would have to engage in to achieve that
end? How can you disentangle the
complex issue to provide simple steps to
follow? The clearer you are on what you
want people to do, the easier it will be for
them to proceed.
Supercharge Your Social Impact

10. You can’t create a social marketing
program that speaks to your
audience’s needs without actually
talking to them and learning as much
as you can about their lives. What are
their days like? What do they care
about? Where do they spend their
time, physically and in the media?
What kind of person do they want to
be? And how does your issue fit into
their minds and their lives?
Supercharge Your Social Impact
2) Understand Your Audience
Your audience is not the general public. A
one-size-fits-all program doesn’t fit anyone
very well. Even if you think everyone could
benefit from what you’re offering, be as
focused as possible on who is most at risk
or most ready to change, and how to best
meet their specific needs. An obesity
prevention program for teen girls will look
very different from one addressing middle-
aged men.
Identify the key characteristics of your
priority audience to narrow down whose
behavior you are trying to change and
tailor your program to them. Go beyond
demographics to identify the
characteristics that may put them at risk
for problems, or make them more
receptive to change. Psychographics may
be more important here; look at lifestyle,
attitudes, beliefs and behaviors.

11. Ideally, you would learn the answers to these questions through more formal research methods, such as surveys, focus
groups, interviews and observation. If that’s not possible, informal research can work as well. Bring a group of your
prospective customers together over pizza and ask them questions. Go to the laundromat and talk to local community
members while they’re waiting for their wash. Even better, include representatives of your audience in your planning
process to help you create the program from the very beginning.
Too often, behavior change programs are designed by professionals who have not actually left their offices to speak
with members of their priority audience. You can create clever-sounding slogans or beautifully designed
communication materials. However, without input from the people you’re trying to reach, you may end up with a
campaign that looks nice, but has zero impact on your audience.
Supercharge Your Social Impact

12. Man is essentially a herd animal. That doesn’t
mean that everyone always follow exactly the
crowd is doing, but social norms play a big role
in our decision-making. In fact, in a recent
report, the chief of the UK government’s
Behavioral Insight Team noted: "Perhaps the
most powerful influence on human behavior is
other people.”
This fact is why it’s so important to include a
social component to help establish or reinforce
social norms, and to help spread a behavior
from person to person. Social media can be a
catalyst to accelerate this process.
3) Keep the “Social” in Social Marketing
Supercharge Your Social Impact

13. The Ice Bucket Challenge was ubiquitous on social
media in the summer of 2014, raising over $100 million
for the ALS Association and other nonprofit
organizations. This outbreak of videos involved young
and old participants, including celebrities, pouring ice
water over their heads and challenging their friends to
do the same or donate money within 24 hours.
While it’s likely that many cold and wet video subjects
were no more knowledgeable about amyotrophic lateral
sclerosis than before they made the vides, and many did
not donate, more than 2.4 million people uploaded their
videos to Facebook. Harnessing this kind of viral power
required several key elements: a fun and easy activity,
issuing challenges to friends, and the opportunity to put
an individual spin on the videos. This example gives you
an idea of how a social component could be integrated
effectively into social marketing programs to spread
them from person to person.
Photo: slgckgc/Flickr/Creative Commons
Supercharge Your Social Impact

14. Ø Explanations of each of the 8
elements of the Social Marketing Mix
Ø Description of each of the 6 steps of
the social marketing process
Ø Three-page social marketing strategy
planning worksheet
Ø Sample worksheet filled in for a
hypothetical social marketing project
Ø Career tips for aspiring social
marketers
Ø Extensive list of social marketing
professional resources
Download the full free ebook to get the
rest of the content, including:
Supercharge Your Social Impact
Download Full Version of Free eBook here:
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15. Nedra Kline Weinreich, the president and
founder of Weinreich Communications, has
over 25 years of experience helping nonprofits
and public agencies create positive change on
health and social issues. As a social marketing
strategist, she uses state-of-the-art behavior
change techniques, digital media approaches
and the power of stories to spark social
impact. She is the author of the widely used
book Hands-On Social Marketing: A Step-by-
Step Guide to Designing Change for Good.
For many years, Nedra has taught a graduate-
level course on social marketing at the
University of California at Los Angeles (UCLA)
Fielding School of Public Health, and she has
trained thousands of professionals through
her Social Marketing University® training
series and other workshops. She is on the
editorial board of the Social Marketing
Quarterly and on the Board of Directors of the
International Social Marketing Association.
Nedra earned her Master’s degree in Health
and Social Behavior from the Harvard School
of Public Health and her Bachelor’s degree in
Conservation and Resource Studies from the
University of California at Berkeley.
Follow her on Twitter at @Nedra.
About Nedra Kline Weinreich
Weinreich Communications provides strategic
assistance and training to nonprofit organizations,
public agencies and others working to create
positive change on health and social issues. Since
1995, we’ve addressed a wide range of topics,
ranging from health concerns (mental health,
tobacco use, pandemic flu) to social issues (human
trafficking, education reform), environmental topics
(pollution prevention, alternative fuel vehicles) and
more.
Our clients have included the Centers for Disease
Control and Prevention, the Substance Abuse and
Mental Health Services Administration, The Nature
Conservancy, the National Minority AIDS Council,
Population Services International, the City of San
Diego and many others. Social Marketing University®
programs have provided training to individuals and
project teams from around the world.
Whether you are interested in developing your in-
house social marketing capacity through customized
trainings or in receiving assistance in developing
and implementing a social marketing program, we
will work with you to meet your organization's
specific needs. Strategy development and behavior
design are the core of what we do, with a specialty
in social media and transmedia storytelling projects.
About Weinreich Communications
Supercharge Your Social Impact

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Supercharge Your Social Impact
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